The report was based on data from more than 300 apps and 300 million profiles for both iOS and Android users.
The researchers examined Day N retention rates, i.e., the share of people who return to use an app each day after first using it (Day N).
Motivating a new user to return to an app after download is extremely difficult, the analysis found.
Less than a quarter of users return even one day (D1) after first use, and the retention rate continues to trend downward over the next three months, hitting 4% on day 90.
Android apps often have higher retention rates than their iOS equivalents across many app verticals, the analysis found. The exceptions are social/messaging apps and media/entertainment apps.
About the research: The report was based on data from more than 300 apps and 300 million profiles for both iOS and Android users.
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